Redesigning Geelong

By Tom Walgers
Redesigning Geelong from the inside out. As Geelong approaches it's 2047 goals, we explore how the city is using creativity to power a positive future.


It's a compelling proposition – By 2047, Greater Geelong will be internationally recognised as a clever and creative city-region that is forward-looking, enterprising and adaptive, and cares for its people and environment.

Greater Geelong – with its membership to the UNESCO Creative Cities Network – has identified innovation, design, and creativity as key to urban economic, social and environmental growth. It’s truly an exciting time, amplified by some of the most incredible, place-building projects that are occurring int the region and its' surrounds.

This region and its surrounds are no strangers to innovation, nor enterprise. Since the first Model T rolled out of a repurposed woolshed, to the birth of the global surf industry from a Torquay garage. The Greater Geelong region has gone from woolsheds being the backbone of the Australian economy to those same buildings now housing Federal Mills, the scene of a booming innovation precinct and home to Fluid clients, Runway Geelong, West Carr & Harvey and countless other visionary startups.




“The Geelong region is an incredibly creative part of the world. Our region’s designers (across myriad industries) are producing content that is at a world-class standard – in physical AND digital spaces.

 It’s wonderful to see this recognised at a global level through the UNESCO City of Design designation. The UNESCO membership presents a fantastic opportunity to collaborate with like-minded cities around the world and benefit from shared learnings and experiences.”

 – Leighton Wells, Founder and CEO, Pivot Summit


At Fluid we've seen the area grow and develop. We've had the fortune of working with inspirational businesses and organisations, applying the transformative power of creative and seeing it flourish over the years. Working on brands that have given us a singular appreciation for what it means to pivot in the wake of industrial, social and technological change. Brands like Active Geelong, who are aiming to 'make Geelong Australia's healthiest city' and the Geelong Regional Library with its broad spectrum of cultural programs which pack the fifty pages of its quarterly 'What's On'.

We see the excitement for what our combined future holds in clients like Adroit Insurance and Risk, Kardinia Park Stadium Trust and AWH – the world’s largest wool and cotton handle, based right here in our great region.

Having spent the last twenty years advocating for growth powered by strategically-led creativity, we very much look forward to seeing more in the coming year from the incredible people behind the events, talks, buildings, companies and installations that make this diverse community so unique. We can't wait to work with you all, to help build the Greater Geelong of 2047.